Ever since we discovered that people watch TV with their smartphones in hand, second screen technology has taken off. Some companies are using it to offer an extra layer of content to a movie, while others are strictly for ad purposes.
This past week Hallmark Channel partnered with 44Doors to deliver a holiday gift from Billy Ray Cyrus to his fans. A QR code appeared on the screen during the airing of Cyrus’ movie Christmas Comes Home to Canaan. Accessing the code, allowed fans to download the song “Home” which was written specifically for the movie.
“An increased volume of viewers and sustaining that audience throughout Christmas Comes Home to Canaan was a primary objective, while the data analysis from the actual scans and downloads will help the network and advertisers to better understand audience viewing behavior, device preference and geographic location.”